Crypto exchange KuCoin is celebrating a major milestone after its Global Brand Ambassador, Slovenian cyclist Tadej Pogačar, secured his fifth Tour de France title. The victory places Pogačar among an elite group of riders who have won cycling's most grueling event five times or more, a achievement that has drawn attention far beyond the sport.
KuCoin, which serves over 45 million users worldwide, partnered with both Pogačar and his UAE Team Emirates–XRG squad earlier this year. This Tour de France win is the first major sporting triumph since those deals were finalized. The exchange framed the result as a reflection of the shared values of discipline, resilience, and long-term commitment—qualities it says mirror its own approach to building trust in the digital asset industry.
CEO BC Wong congratulated the rider, stating, "Winning the Tour de France once is an extraordinary achievement. Winning it five times is the result of years of unwavering commitment, resilience, and consistency. Those same values inspire everything we do at KuCoin." The sponsorship is part of a broader trend of crypto exchanges investing in high-profile sports to reach mainstream audiences, with cycling's emphasis on endurance aligning with KuCoin's messaging around responsible innovation.
